Managing Perceived Risk as a Marketing Strategy for Beef in the UK Foodservice Industry

Hornibrook, Susan A. and Fearne, Andrew (2003) Managing Perceived Risk as a Marketing Strategy for Beef in the UK Foodservice Industry. International Food and Agribusiness Management Review, 6 (3). pp. 71-93. ISSN 1096-7508. (The full text of this publication is not available from this repository)

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Abstract

Within the UK retail sector, relationships between retailers, processors and farmers have changed, as vertical co-ordination has emerged as a strategy to manage the perceived risks associated with the consumption of beef. However, little attention has been given to the examination of contractual relationships within the foodservice sector. This paper presents the results of a case study investigating the degree to which vertical co-ordination as a niche marketing strategy by one foodservice supplier has been successful in managing the perceived risk associated with fresh beef for their independent catering customers

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Business process/operations
Depositing User: Sue Hornibrook
Date Deposited: 06 Sep 2008 14:08
Last Modified: 28 Apr 2014 10:36
Resource URI: http://kar.kent.ac.uk/id/eprint/11418 (The current URI for this page, for reference purposes)
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